EA has claimed that its rivals are "resting on their laurels" when it comes to investing in the future of video games.
As reported earlier, EA Easy boss Ben Cousins said at London Games Conference yesterday that the firm wanted to "disrupt" the old world order of console manufacturers with quality free-to-play offerings.
However, Cousins also took the time out to suggest that EA's direct competition - and you know who he's talking about there, Bobby - were playing an "extremely dangerous game" by not investing in the future.
When asked if he was concerned that new online gaming specialists such as Zynga and platforms such as Facebook were a threat to a traditional publisher like EA, he said:
"I'm not too paranoid. Of all the big game publishers, EA is the most forward-thinking - you have to be the most aggressive. Other players [in the market] seem happy to rest on their laurels, It's an Extremely dangerous game. [Right now], it makes sense to take chances.
"We've not seen the fruits of the investments we've made [in online gaming and future technologies] yet, but we've put ourselves in a very clever strategic position. Put it this way: I'm happy to be at EA [rather] than certain other unnamed major publishers."
Cousins' Easy division is responsible for the new free-to-play Battlefield game announced this morning, Battlefield Play4Free.
EA's investment was later complimented by Cousins' near-namesake - Codemaster CEO Rod Cousens.
He told the London Games Conference audience that EA's efforts in browser-based gaming was "commendable" and said that the firm was "not getting enough credit for it".
"What they're doing will rise to the surface," he predicted.